New Art Dealers Alliance 2020, NADA, 2020

In 2020, we redesigned NADA’s identity again, once again continuing with the found image-driven approach of and using a different image for each application.

For this version of the identity, we worked with stock video archives existing online. The website randomly selects videos from the archive and applies them to each page. Continuing with the 2 previous iterations of NADA’s identity, videos obstruct legibility of the text. Text at first appears through the shadows and highlights of videos, and the videos disappear on clicking into the site.

The videos are also applied in a similar manner to all other assets including the mobile site, digital advertisements, print ads, invitations, and show guides.